Akademik Veri Yönetim Sistemi
Pazarlama ve Pazarlama Araştırmaları Dergisi, cilt.19, sa.1, ss.48-70, 2026 (TRDizin)
This study investigates post-COVID-19 stockpiling behavior by analyzing how personality traits and consumption motivations relate, as well as the mediating role of hedonic and utilitarian consumption. Although previous research has connected stockpiling with personality, the underlying motivational mechanisms remain largely unexplored. Data were collected online from 198 participants (79% female; aged 18–66) using the HEXACO personality inventory (emotionality and conscientiousness subscales), a scale for hedonic and utilitarian consumption, and a scale for stockpiling. Exploratory and confirmatory factor analyses evaluated construct validity, and correlation analysis examined relationships among constructs. Mediation analyses using the PROCESS macro showed that utilitarian consumption significantly mediated the link between conscientiousness and stockpiling, suggesting that highly conscientious individuals stockpile for practical, goal-driven reasons. Furthermore, hedonic consumption mediated the relationship between emotionality and stockpiling, with higher hedonic tendencies related to lower stockpiling, indicating a preference for immediate emotional satisfaction over long-term preparedness. Overall, these results deepen the understanding of the psychological factors behind stockpiling behavior and emphasize the importance of motivational pathways. The findings also provide practical insights for policymakers and retailers to better manage demand fluctuations through more targeted, psychologically informed communication strategies.